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How to Reduce Your Abandoned Cart Rate and Boost Sales

Chris Christoff
Chris Christoff
Co-Founder at MonsterInsights

To improve e-commerce sales, lower your abandoned cart rate.

Are you looking for ways to retain customers and reduce your abandoned cart rate? Too many businesses struggle with keeping users fully engaged from the moment they browse products to the second they get to checkout. Because of this, there are many online shopping carts that end up abandoned and unpaid for.

Luckily, there are steps you can take to ensure that fewer users abandon your website and leave you with lower conversions. If you want to reduce your ecommerce site's abandoned cart rate, here are a few ways to get started.

Send abandoned cart emails.

There could be a million different reasons why users abandoned their cart when it was already full of products. What's important is how you convince them to give their shopping experience on your website another try so you can have a new, loyal customer and increase your sales.

The best thing you can do is send users an email reminding them of the products they've left behind and telling them why they should continue with their purchase.

An autoresponder email series that pops up in their inbox shortly after they've left their carts will remind them of what they could potentially own and hopefully steer them back to your site. You can even offer them a limited-time discount to further entice them to follow through.

Simplify the checkout process.

There's nothing more annoying than wanting to purchase something online only for the process to be complicated. When users encounter too many issues with your store's checkout process, it discourages them from completing the purchase and could cause them to abandon their cart altogether. In fact, 26% of users abandon their cart because the checkout process is too complicated.

Make it as easy as possible for customers to make purchases through your website. Don't make them go through too many unnecessary steps that take a long time to complete. Streamline the process as much as possible. Are there too many form fields they need to fill out? Do they have to go through six different webpages to finalize their purchase? If so, it's time to get rid of those unnecessary steps.

Offer various payment options.

People prefer to pay in different ways. It's essential that your visitors have several options for how they can pay for their items. It removes the frustration of wanting to buy something and not being able to, which, for you, causes you to lose out on customers and sales.

To avoid this and keep customers happy, always offer as many different payment gateways as you can. It's important to be inclusive with the most common payment options such as Visa, Mastercard, Discover, etc.

Use exit-intent popups.

A great way to urge users back to your site before they leave is by using exit-intent popups. These popups are designed specifically to appear to users when they're about to exit out of your website. You can insert them on any webpage, including your products page and checkout page, so that if a user tries navigating out, the exit-intent popup will get triggered and show up.

You can set up any offer in your popup, such as offering a discount or entering users into a giveaway – whatever you think will entice your target audience to stay.

Optimize for mobile.

According to Statista, 82% of U.S. shoppers use mobile to shop online and make purchases. Considering the number is so high, it seems like a no-brainer that your e-commerce site should be optimized for mobile so it can cater to the majority of users who use their smartphones to shop.

Design your website so that it fits several devices, especially mobile. You need to ensure your text is easy to read and your CTA buttons – like buying and adding to cart – easily stand out on the page. Minimize the use of text on your product pages so the main focus in on images of the products instead. Use Google’s mobile-friendly test to determine whether or not your website is fully optimized.

Reduce your shopping cart abandon rate.

When you created your website, you probably envisioned it flooding with conversions after launch. It's frustrating when you know you have products your target audience will love only to see them add it to their cart and never make the purchase. It hurts your sales and leaves you with fewer loyal customers. However, there are measures you can take to increase the chances of users visiting your website and leaving having made a purchase. How will you reduce your abandoned cart rate?

Image Credit: Rido/Shutterstock
Chris Christoff
Chris Christoff
business.com Member
Co-Founder of MonsterInsights, the leading WordPress plugin for Google Analytics.